Which digital ad format should I invest in?

Nhu Te on Sep 12, 2024 11:35:42 AM

098: Which digital ad format should I invest in?

Nonprofits and associations are often reminded of the value of multichannel strategies, as relying on a single channel just doesn’t cut it anymore. With digital advertising on the rise, navigating this space can feel overwhelming, especially if you’re just dipping your toes in.

Should you focus on display ads, paid search, or social media ads for your next campaign? The answer might be a combination!

This week, we’re diving into the details of each ad format, helping you choose the right approach to reach your campaign goals and make the most impact.

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Snackable snippets

Nonprofit advertising approaches, examples, and tips 📖
Did you know that we see anywhere from 4,000 to 10,000 ads every single day? Nonprofits can tap into this potential to boost their visibility and engagement.

This guide covers why nonprofits should invest more in advertising, along with examples, tips, and strategies to enhance their campaigns.

How nonprofits can use Facebook ads 📖

Facebook Ads offer nonprofits an affordable way to reach a vast audience, with over 2.8 billion users each month.

By strategically investing in Facebook advertising, even organizations with smaller budgets can build awareness, attract volunteers, and boost fundraising efforts.

Should I invest in CTV during an election year? 📖
With election season ramping up, ad spending on connected TV (CTV) is becoming a major focus for campaigns, accounting for up to 80% of media budgets in some cases.

Despite concerns about running ads alongside political content, CTV offers precise targeting and valuable measurement tools that can help brands navigate this crowded landscape while maintaining control over their messaging.

Myths about digital advertising 🎧
There are some common misconceptions about digital advertising, like Facebook advertising is dead. this episode of the Go Beyond Fundraising, Laura Hinrichsen dispels the most common ones to clear the air.

From Google Ad Grants to last-click attribution, this conversation offers key insights to help nonprofits optimize their digital campaigns and reach their full potential.

How to maximize searches in the age of generative AI 📖
As generative AI and social media platforms become more popular, younger generations are turning away from traditional search engines to find information.

Brands need to keep up by tapping into search data on platforms like social media and AI tools, using these insights to connect with their audiences more effectively.

In the news

Google is facing another antitrust trial, this time over allegations that it abused its dominance in online advertising through its Google Ad Manager technology.

The Department of Justice claims that Google’s control of ad tech has led to higher prices for advertisers and publishers.

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Reaching Gen Z can be tricky since they’re spread across so many different platforms, and brands have to be careful about staying authentic while navigating strict privacy rules.

A recent survey shows just how much influence teens have on what their families buy, with YouTube, TikTok, and video games topping the list of their go-to platforms.

For your inspiration folder

As I was scrolling on Instagram, an ad caught my attention: “Hey Philly! Let’s ride to the shore for a great cause…”

It was The National Multiple Sclerosis Society’s promotion to drive more registrations for its local Bike MS event in New Jersey.

This is a great example of the effective use of geo-targeting, where the organization personalizes content using the end user’s location to create a more relevant experience, increasing the likelihood of sign-ups.

Source: The National Multiple Sclerosis Society

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